Top 10 Mobile Phone Websites - May 2011
Note: The Experian Hitwise data featured is based on US market share of visits as defined by the IAB, which is the percentage of online traffic to the domain or category, from the Experian Hitwise sample of 10 million US internet users. Experian Hitwise measures more than 1 million unique websites on a daily basis, including sub-domains of larger websites. Experian Hitwise categorizes websites into industries on the basis of subject matter and content, as well as market orientation and competitive context. The market share of visits percentage does not include traffic for all sub-domains of certain websites that could be reported on separately.
Note: The Experian Hitwise data featured is based on US market share of visits as defined by the IAB, which is the percentage of online traffic to the domain or category, from the Experian Hitwise sample of 10 million US internet users. Experian Hitwise measures more than 1 million unique websites on a daily basis, including sub-domains of larger websites. Experian Hitwise categorizes websites into industries on the basis of subject matter and content, as well as market orientation and competitive context. The market share of visits percentage does not include traffic for all sub-domains of certain websites that could be reported on separately.
Video Marketing for Agnostic - and Global - Screens
Germany leads in online video viewing across several reporting metrics in Europe, according to comScore Video Metrix. There were 45 million unique viewers watching an average of 187 videos for 19.6 hours per viewer in April. Turkey, with 20.7 million viewers overall, ranked second in terms of engagement with 169 videos viewed for an average 18.7 hours per viewer. The UK emerged as the third strongest online video market in engagement with 166 videos watched for 17.0 hours on average per viewer.
In short, videos, as these numbers illustrate, are becoming a prime vehicle for marketers not only to reach viewers more inclined for this format, but also prospective customers in new markets. Indeed in some markets an online video play is almost mandatory. China's consumers, for example, are more likely to be searching for online content than watching TV with the family, according to a report in Advertising Age. As a result branded drama series and entertainment programs have become very popular in the country, funded by companies like Unilever, Burger King, General Motors Corp., Ford Motor Co., Kraft Foods, Beiersdorf, Nokia and Anheuser-Busch InBev.
Agnostic Screens
Another commonality between Europe and North America - and clearly China as well: online video is beginning to compete with traditional television viewing for people’s attention, as more people have access to the content via any number of screens. Surprisingly, however, this appears to be news to content producers, which are not developing agnostic formats that can roll out on any device.
Fewer video content generators may be truly adapting for "any screen" consumption, writes Darcey Topham at Mediapost, who recently attended the BrightcovePLAY Conference. It is important to remove any barriers that keep the user from getting to the desired content via a mobile device.
Apple Increases Unique Audience 6% MOM
While Apple was the eighth-ranked US website in May 2011 in terms of unique audience, it had the highest month-over-month unique audience growth rate (5.7%) of any of top 10 sites, according to data from The Nielsen Company. Apple recorded about 63 million unique visitors in May 2011.
Google had the largest unique audience for the month, about 155 million, which was a 3.1% improvement on its April 2011 total.
Facebook Dominates in Average Time per Person
Facebook, ranked second in unique audience, dominated other sites in terms of average time spent per person during May, with the average Facebook user visiting the site for six hours, 20 minutes and 55 seconds. Yahoo came in a distant second with average user time of two hours, eight minutes and 26 seconds. No other site in the top 10 approached the two-hour mark.
Although it clearly outpaced its rivals in average time per user, Facebook still lost 0.8% of its April 2011 average time per user total. MSN/WindowsLive/Bing had the largest rate of loss (5.6%), while Microsoft increased its time per person 6%.
Internet Use Rises 3% MOM
More than 200 million Americans used their PCs in May 2011, and overall internet use was up 2.8% from April. US consumers also visited more unique sites (2.5%) compared to the previous month, and spent more time online on average (0.8%) in May. Internet access continues to grow during the month, with an estimated 246 million individuals in the US having accessing to the internet through home/work computers in May 2011.
Facebook Grows Audience 12% YOY
Nielsen data shows Facebook increased its audience from May 2010 roughly 12%, growing from 125 million users and jumping from fourth to second place. Google held onto the top position but lost close to 4% of its audience, dropping from 160.8 million viewers.
Microsoft, meanwhile, saw a dramatic 38% year-over-year drop in its unique audience, which stood at 136.8 million in May 2010.
Germany leads in online video viewing across several reporting metrics in Europe, according to comScore Video Metrix. There were 45 million unique viewers watching an average of 187 videos for 19.6 hours per viewer in April. Turkey, with 20.7 million viewers overall, ranked second in terms of engagement with 169 videos viewed for an average 18.7 hours per viewer. The UK emerged as the third strongest online video market in engagement with 166 videos watched for 17.0 hours on average per viewer.
In short, videos, as these numbers illustrate, are becoming a prime vehicle for marketers not only to reach viewers more inclined for this format, but also prospective customers in new markets. Indeed in some markets an online video play is almost mandatory. China's consumers, for example, are more likely to be searching for online content than watching TV with the family, according to a report in Advertising Age. As a result branded drama series and entertainment programs have become very popular in the country, funded by companies like Unilever, Burger King, General Motors Corp., Ford Motor Co., Kraft Foods, Beiersdorf, Nokia and Anheuser-Busch InBev.
Agnostic Screens
Another commonality between Europe and North America - and clearly China as well: online video is beginning to compete with traditional television viewing for people’s attention, as more people have access to the content via any number of screens. Surprisingly, however, this appears to be news to content producers, which are not developing agnostic formats that can roll out on any device.
Fewer video content generators may be truly adapting for "any screen" consumption, writes Darcey Topham at Mediapost, who recently attended the BrightcovePLAY Conference. It is important to remove any barriers that keep the user from getting to the desired content via a mobile device.
Apple Increases Unique Audience 6% MOM
While Apple was the eighth-ranked US website in May 2011 in terms of unique audience, it had the highest month-over-month unique audience growth rate (5.7%) of any of top 10 sites, according to data from The Nielsen Company. Apple recorded about 63 million unique visitors in May 2011.
Google had the largest unique audience for the month, about 155 million, which was a 3.1% improvement on its April 2011 total.
Facebook Dominates in Average Time per Person
Facebook, ranked second in unique audience, dominated other sites in terms of average time spent per person during May, with the average Facebook user visiting the site for six hours, 20 minutes and 55 seconds. Yahoo came in a distant second with average user time of two hours, eight minutes and 26 seconds. No other site in the top 10 approached the two-hour mark.
Although it clearly outpaced its rivals in average time per user, Facebook still lost 0.8% of its April 2011 average time per user total. MSN/WindowsLive/Bing had the largest rate of loss (5.6%), while Microsoft increased its time per person 6%.
Internet Use Rises 3% MOM
More than 200 million Americans used their PCs in May 2011, and overall internet use was up 2.8% from April. US consumers also visited more unique sites (2.5%) compared to the previous month, and spent more time online on average (0.8%) in May. Internet access continues to grow during the month, with an estimated 246 million individuals in the US having accessing to the internet through home/work computers in May 2011.
Facebook Grows Audience 12% YOY
Nielsen data shows Facebook increased its audience from May 2010 roughly 12%, growing from 125 million users and jumping from fourth to second place. Google held onto the top position but lost close to 4% of its audience, dropping from 160.8 million viewers.
Microsoft, meanwhile, saw a dramatic 38% year-over-year drop in its unique audience, which stood at 136.8 million in May 2010.
YuMe Acquires UK Mobile Video Ad Company Appealing Media
Video ad network YuMe has acquired fellow video advertising company and competitor, Appealing Media. YuMe, which declined to reveal financial terms of the deal, will open up its first office in Europe (in London) with the acquisition.
Appealing Media offers one of the largest mobile video advertising platforms in Europe. Appealing Media helps advertisers and publishers implement video ad campaigns across native apps, touch web and mobile web properties. The company’s customers include ESPN, IPC Media, Bauer Media, and Universal McCann.
YuMe’s technology places video ad networks dynamically on videos on a number of publishers across a variety of platform. The company also developers monetization technologies for video publishers that allows them to build apps to support mobile video ads.
YuMe has its own mobile ad offerings, but Appealing Media will help the company expand to European markets. YuMe recently launched new mobile products, releasing SDKs for iOS devices and two new mobile video ad units to help advertisers, web publishers, and app developers extend their reach to iOS devices.
This is actually YuMe’s first acquisition since its launch in 2007. The company, which has raised $55 million and is profitable, has also hired a new CFO, Tim Laehy to help lead YuMe’s financial efforts. Laehy was previously EVP of Finance and Chief Financial Officer of Covad Communications, where helped take the company public.
So is YuMe ready for an IPO? CEO Michael Mathieu says that an IPO could be in the horizon but they haven’t ruled out any options, including raising more money or an acquisition.
In the end, Mathieu says that YuMe is focusing on providing advertisers and publishers with the platform to manage advertising campaigns across all screens – PC, mobile, connected TV. YuMe faces competition from Tremor Media.
